West Norriton partners turn homespun sport into a business

WEST NORRITON — As that nifty American invention Wiffle Ball turns 60 this year, a couple of guys are turning their love of the iconic homespun sport into a business that’s quickly catching fire.

The question is, if they build it, will you come?

What if they build it right in your own backyard, with an authentic-looking replica of the left field “Green Monster” at Fenway Park as a backdrop to the action?

It was an urge to salvage a little fun out of those sometimes humdrum outdoor family gatherings that led to the necessity-of-invention story behind the concept of Fun Fieldz, noted co-owner Jonathan Retano.

“For years my wife’s family would have barbecues and things and people would sit there, and I’ve always been into sports so I started playing a little Wiffle Ball and developed my own equipment to bring,” explained the West Norriton resident, who works in the pharmaceutical industry. “We always had a great time playing.”

It was on a “mancation” outing with his buddies that Retano’s friend and future partner Dante Parenti suggested that the men develop Retano’s intriguing upgrade on a homegrown sport into a full-fledged business.

“I finally caved in, and last summer we started setting up complimentary Wiffle Ball games at people’s homes. The challenge was to create equipment that was mobile, sturdy, wind-resistant and looked good. We’ve accomplished that and we started putting it out there and have been trying to make it happen,” Retano said.

Visitors to West Norriton Day on May 18 can get a glimpse of the Fun Fieldz phenomenon in action.

“We have a pretty good logo presence, and with the banners we do attract a lot of attention at these events,” Retano said.

As the Fun Fieldz motto goes, “We take the ballgame out to you.” But Retano. Parenti, of East Norriton, and “unofficial” third partner Aaron Keller are offering a lot more than equipment rentals.

As Retano puts it, they’re selling an experience.

“It’s got to look good if people are going to have a good experience. The experience isn’t just bringing some Wiffle Balls to someone’s house … It’s having the field, the foul poles, a strike zone, a chalked infield on your yard, an announcer, organ music,” Retano said. “Just going to someone’s house and saying, ‘Here’s some bats and balls,’ that’s not really cool enough. But when you give them a setup where they can strike out their dad, that’s a cool experience.”

Retano said he’s not aware of any other entrepreneurial efforts to bring Wiffle Ball to this advanced level.

“I don’t think there’s anything else like this where you can call them and they would come and set up field goal posts and a field at your house or at work,” he said. “There are moon bounces, and after half an hour kids get bored with that. So what is there for older kids? What I also like about what we’re doing is that it encourages active play with children and adults. At our community events, kids come and play but you’d be surprised how many adults enjoy reliving their childhood by getting a chance to get out there and play Wiffle Ball. For kids, we offer an option to get them away from video games, iPhones, and texting and get out and do active play, and for adults we offer the opportunity to relive their childhood.”

The detailed accuracy of the miniature fields means that even the big guys can finally take a swing at living out their big league dreams, Retano said.

Stats and other details can be loaded onto the Fun Fieldz website to corroborate bragging rights and keep the high times going long after the big game.

From family picnics to birthday parties, corporate events and even bachelor parties, there’s hardly an event that wouldn’t benefit from a little infusion of Fun Fieldz-style entertainment, according to Retano.

Beyond the Wiffle Ball or football stadium and soccer field — and all the attendant accoutrements — clients have the option of hiring a master of ceremonies to top off a deluxe version of a Fun Fieldz experience.

“I have a 6-year-old and a 2-year-old, and I know if the mothers have someone who could occupy the kids for any amount of time at a birthday party, that’s priceless to them,” Retano noted.

Retano, a New Jersey native, said he is grateful for childhood memories that were enhanced by fresh air and sunshine rather than the electronics that rule kids’ lives today.

“I grew up playing ball in the street, and I think there’s a lost of art of playing going on in this country,” he said. “I think a lot of people are realizing that people don’t play like they used to because of computers and texting.

“That’s why,” he added, “we like to say we offer something completely unique in that it’s active play and we’re trying to bring adults and children playing together.”